how different marketing channels compare when building a mobile database
How Different Marketing Channels Compare When Building a Mobile Database
06 July, 2014
Mobile is now the primary interaction stage for retail with most of the customers. Whether it is checking emails, checking into Foursquare, follow social interactions on Facebook or Twitter, or using single function utility apps from banks or retailers, consumers have a higher propensity to reach for their smartphones or tablets.
One of the most popular modes of direct mass communication is SMS, which continues to show high levels of interaction and delivers businesses results when used effectively. Compared to email, which cannot generate a near real-time response as SMS campaigns can, we see that mobile is proving to be more effective for building and adding to a market’s database.
When preparing a campaign to generate or update your mobile database, a clear CTA (call to action) is very important.
A website can also work as a channel for building the market database, but is passive in comparison to the email and SMS. Websites can be assisted by social media campaigns via Twitter, Facebook, Linkedin to direct attraction to the campaign over a dedicated microsite or page on the main website.
In store signage, printed collateral and digital displays will also help in driving attraction of customers to opt-in for future communication and interaction. To support in-store signage and printed collateral, use of QR codes/NFC and a mobile ready microsite is very important as the customer should be given an easy and direct method to sign up for future offers and promotions
Once a customer has joined the mobile database, understanding the customers openness to future managing and channel preference is important and should be respected to keep the customer loyal and to avoid opt-outs.
Mobile apps are also leading the charge to generate greater interaction with the brand and can assist in building a mobile database. Customers who have downloaded an app for a brand already know and recognize the brand and are more likely to opt-in for future communication via SMS and push notifications.
Given the variety of channels available and the level of interaction each provides, it is very important to build the right strategy on how and when to use them to achieve the goals set for generating a mobile database.
Once you have built your mobile database, use our online SMS campaign management platform, Reson8and email campaign management platform, Reson8Direct, to begin communicating with your new customers and your marketing goals.
To learn more on how to use the above channel, and about Reson8and Reson8 Direct, please click here to fill out the form for one of our sales coordinators to assist you with a demo, trial account and pricing plan.
